弱市场阶段的会展展商消费感知测度——以中国(芜湖)国际旅博会为例

Estimation of consumption perception of the fair trader at the stage of weak market: exemplified by international trade fair of tourist commodities in Wuhu, China

我国会展业处于弱市场阶段。展商在会展价值链中处于核心地位,对其消费感知研究,有利于会展市场的细分。在问卷调查资料的基础上,运用因子分析方法,揭示出了展商看中展会品质的哪些指标,及对各指标的关注程度;运用聚类分析方法,将展商分为四个簇群,即成熟型、趋利型、受制型、逃离型,分析了各种类型展商的属性和消费感知特征。

The exhibition industry is in weak market stage. The merchants participating in the trade fair are key factor in the value chain of trade fair, so it＇ s very useful to study on their consumption perception for the segmentation of trade fair. On the basis of questionnaire investigating, by the factor analysis, this paper solves the problem which of those indexes are most important and how much the traders are concerned. By the cluster analytical method, the trader be divided into four clusters, namely ripe type, trending towards profit type , limited type , fleeing type. The paper analyses all kinds of exhibition attributive character of trader and consume characteristic of perceiving.